what does a young woman in a Japanese city and the elderly man in India
city and the elderly man in India
city and the elderly man in India village have in common the first glance
village have in common the first glance
village have in common the first glance it looks like almost nothing navigating
it looks like almost nothing navigating
it looks like almost nothing navigating a busy city in Japan is completely
a busy city in Japan is completely
a busy city in Japan is completely different than navigating an Indian
different than navigating an Indian
different than navigating an Indian village but Google Maps has to work for
village but Google Maps has to work for
village but Google Maps has to work for both of these people and the things that
both of these people and the things that
both of these people and the things that they want to share are completely
they want to share are completely
they want to share are completely different to but Facebook has to work
different to but Facebook has to work
different to but Facebook has to work for both of these people as well now
for both of these people as well now
for both of these people as well now when I look back on the time that we
when I look back on the time that we
when I look back on the time that we spent trying to solve these problems the
spent trying to solve these problems the
spent trying to solve these problems the thing that really stands out to me is
thing that really stands out to me is
thing that really stands out to me is how similar these problems actually
how similar these problems actually
how similar these problems actually ended up being just rewind back to 2005
ended up being just rewind back to 2005
ended up being just rewind back to 2005 and this is how Google Maps looked when
and this is how Google Maps looked when
and this is how Google Maps looked when it first launched you might notice a
it first launched you might notice a
it first launched you might notice a couple of things missing here but and
couple of things missing here but and
couple of things missing here but and it’s come a long way since then today
it’s come a long way since then today
it’s come a long way since then today Google Maps gives you directions almost
Google Maps gives you directions almost
Google Maps gives you directions almost anywhere you go in the world and as we
anywhere you go in the world and as we
anywhere you go in the world and as we started to expand for more and more
started to expand for more and more
started to expand for more and more countries though things started to get a
countries though things started to get a
countries though things started to get a bit more complex I remember the first
bit more complex I remember the first
bit more complex I remember the first time we went to India and everyone was
time we went to India and everyone was
time we went to India and everyone was saying we’re not like the rest of the
saying we’re not like the rest of the
saying we’re not like the rest of the world
world
world we’re different here and they had a
we’re different here and they had a
we’re different here and they had a point this is a photo that I took when I
point this is a photo that I took when I
point this is a photo that I took when I was there and you can see that you get
was there and you can see that you get
was there and you can see that you get stuck in some pretty interesting traffic
stuck in some pretty interesting traffic
stuck in some pretty interesting traffic jams this is a pedestrian footbridge
jams this is a pedestrian footbridge
jams this is a pedestrian footbridge believe it or not but the maps are
believe it or not but the maps are
believe it or not but the maps are different too you might notice something
different too you might notice something
different too you might notice something missing from this map there are no
missing from this map there are no
missing from this map there are no street names this isn’t Google doing a
street names this isn’t Google doing a
street names this isn’t Google doing a bad job of labeling the map in India
bad job of labeling the map in India
bad job of labeling the map in India many of the streets actually don’t have
many of the streets actually don’t have
many of the streets actually don’t have names and it’s even rarer to have an
names and it’s even rarer to have an
names and it’s even rarer to have an address with a number so this means that
address with a number so this means that
address with a number so this means that in India Google Maps was giving
in India Google Maps was giving
in India Google Maps was giving directions something like this continue
directions something like this continue
directions something like this continue on unnamed Road
on unnamed Road
on unnamed Road turn left on unnamed Road your
turn left on unnamed Road your
turn left on unnamed Road your destination is at unnamed Road not great
destination is at unnamed Road not great
destination is at unnamed Road not great right Japan on the other hand Japan has
right Japan on the other hand Japan has
right Japan on the other hand Japan has some of the most detailed data of
some of the most detailed data of
some of the most detailed data of anywhere in the world but when we went
anywhere in the world but when we went
anywhere in the world but when we went to Japan people were also saying hey
to Japan people were also saying hey
to Japan people were also saying hey Japan’s not like the rest of the world
Japan’s not like the rest of the world
Japan’s not like the rest of the world we’re different here and they had a
we’re different here and they had a
we’re different here and they had a point as well I mean I remember being
point as well I mean I remember being
point as well I mean I remember being blown away by like the sheer volume of
blown away by like the sheer volume of
blown away by like the sheer volume of people everywhere
people everywhere
people everywhere but also how well-ordered everything is
but also how well-ordered everything is
but also how well-ordered everything is and the match look different – you can
and the match look different – you can
and the match look different – you can see there’s all kinds of things on this
see there’s all kinds of things on this
see there’s all kinds of things on this map but the one thing they don’t have a
map but the one thing they don’t have a
map but the one thing they don’t have a street names but here in Japan it’s for
street names but here in Japan it’s for
street names but here in Japan it’s for a different reason
a different reason
a different reason addresses aren’t described as streets
addresses aren’t described as streets
addresses aren’t described as streets that described as blocks the spaces
that described as blocks the spaces
that described as blocks the spaces between the streets this means that an
between the streets this means that an
between the streets this means that an address can actually end up looking a
address can actually end up looking a
address can actually end up looking a bit like a phone number so though Japan
bit like a phone number so though Japan
bit like a phone number so though Japan has this incredibly precise address
has this incredibly precise address
has this incredibly precise address system you ended up having things like
system you ended up having things like
system you ended up having things like district 1 block 23 building 5 apartment
district 1 block 23 building 5 apartment
district 1 block 23 building 5 apartment 2 to 8 so Google Maps was giving
2 to 8 so Google Maps was giving
2 to 8 so Google Maps was giving directions something like this continue
directions something like this continue
directions something like this continue on unnamed Road turn left on unnamed
on unnamed Road turn left on unnamed
on unnamed Road turn left on unnamed Road your destination is at 1 2 3 5 2 to
Road your destination is at 1 2 3 5 2 to
Road your destination is at 1 2 3 5 2 to 8 also not great right actually it
8 also not great right actually it
8 also not great right actually it wasn’t just in during Japan in every
wasn’t just in during Japan in every
wasn’t just in during Japan in every place we went to in the world people
place we went to in the world people
place we went to in the world people were saying we’re not like the rest of
were saying we’re not like the rest of
were saying we’re not like the rest of the world
the world
the world we’re different here everywhere was
we’re different here everywhere was
we’re different here everywhere was different and everywhere had unique
different and everywhere had unique
different and everywhere had unique needs how can you build directions that
needs how can you build directions that
needs how can you build directions that work just as well for Japanese cities as
work just as well for Japanese cities as
work just as well for Japanese cities as they do for Indian villages that was the
they do for Indian villages that was the
they do for Indian villages that was the problem that the Google Maps team were
problem that the Google Maps team were
problem that the Google Maps team were facing the Facebook sharing team had a
facing the Facebook sharing team had a
facing the Facebook sharing team had a problem – this is our Facebook looked
problem – this is our Facebook looked
problem – this is our Facebook looked when it launched back in 2004 back when
when it launched back in 2004 back when
when it launched back in 2004 back when it was still the Facebook and this was
it was still the Facebook and this was
it was still the Facebook and this was just an for a small community to connect
just an for a small community to connect
just an for a small community to connect and share but it’s come a long way since
and share but it’s come a long way since
and share but it’s come a long way since then now Facebook connects over a
then now Facebook connects over a
then now Facebook connects over a quarter of the world’s population now
quarter of the world’s population now
quarter of the world’s population now the Facebook sharing team’s job is to
the Facebook sharing team’s job is to
the Facebook sharing team’s job is to give all these different people give
give all these different people give
give all these different people give them the tools to share and this is
them the tools to share and this is
them the tools to share and this is really difficult because everybody wants
really difficult because everybody wants
really difficult because everybody wants to sit share something different there’s
to sit share something different there’s
to sit share something different there’s almost an infinite number of things that
almost an infinite number of things that
almost an infinite number of things that people might want to share and so this
people might want to share and so this
people might want to share and so this is this is so difficult how we’re going
is this is so difficult how we’re going
is this is so difficult how we’re going to go about doing this may be the way to
to go about doing this may be the way to
to go about doing this may be the way to do it is to start taking these people
do it is to start taking these people
do it is to start taking these people and dividing them into groups so that we
and dividing them into groups so that we
and dividing them into groups so that we can understand them better so you might
can understand them better so you might
can understand them better so you might start looking at things like what
start looking at things like what
start looking at things like what country are they in are they in urban or
country are they in are they in urban or
country are they in are they in urban or rural area what’s their age or select
rural area what’s their age or select
rural area what’s their age or select gender maybe look at their education
gender maybe look at their education
gender maybe look at their education maybe we should look if they’re using
maybe we should look if they’re using
maybe we should look if they’re using mobile or
mobile or
mobile or top maybe we should look at their usage
top maybe we should look at their usage
top maybe we should look at their usage patterns to these Facebook a lot that I
patterns to these Facebook a lot that I
patterns to these Facebook a lot that I use it little maybe we want to look at
use it little maybe we want to look at
use it little maybe we want to look at the kinds of things that they want to
the kinds of things that they want to
the kinds of things that they want to share are they sharing text that they
share are they sharing text that they
share are they sharing text that they sharing video are they sharing photos
sharing video are they sharing photos
sharing video are they sharing photos this list is endless it goes on and on
this list is endless it goes on and on
this list is endless it goes on and on and when you start multiplying all these
and when you start multiplying all these
and when you start multiplying all these factors together it becomes unfeasible
factors together it becomes unfeasible
factors together it becomes unfeasible how can you build sharing tools that
how can you build sharing tools that
how can you build sharing tools that work just as well for a young woman in
work just as well for a young woman in
work just as well for a young woman in Japan as they do for an elderly man in
Japan as they do for an elderly man in
Japan as they do for an elderly man in India and that was the problem that the
India and that was the problem that the
India and that was the problem that the Facebook sharing team were facing now
Facebook sharing team were facing now
Facebook sharing team were facing now the scale of these problems that the
the scale of these problems that the
the scale of these problems that the Google and the Facebook teams had to
Google and the Facebook teams had to
Google and the Facebook teams had to solve had become so large that it become
solve had become so large that it become
solve had become so large that it become unfeasible to try and solve them but the
unfeasible to try and solve them but the
unfeasible to try and solve them but the breakthrough came when we stopped
breakthrough came when we stopped
breakthrough came when we stopped thinking about all the ways in which
thinking about all the ways in which
thinking about all the ways in which people were different and started
people were different and started
people were different and started focusing on the ways in which everyone’s
focusing on the ways in which everyone’s
focusing on the ways in which everyone’s the same so if you ask for directions in
the same so if you ask for directions in
the same so if you ask for directions in India today people won’t give you an
India today people won’t give you an
India today people won’t give you an address or a street name or any of this
address or a street name or any of this
address or a street name or any of this stuff they’ll say things like it’s by
stuff they’ll say things like it’s by
stuff they’ll say things like it’s by the temple or go past the river or it’s
the temple or go past the river or it’s
the temple or go past the river or it’s next to the school those landmarks to
next to the school those landmarks to
next to the school those landmarks to help you get around and the map reflects
help you get around and the map reflects
help you get around and the map reflects this there may be no street names on
this there may be no street names on
this there may be no street names on this map but you can see that there’s
this map but you can see that there’s
this map but you can see that there’s lots of landmarks here that the local
lots of landmarks here that the local
lots of landmarks here that the local people use to get around now in Japan
people use to get around now in Japan
people use to get around now in Japan the situation is actually similar
the situation is actually similar
the situation is actually similar because of that really complex address
because of that really complex address
because of that really complex address system we talked about people use
system we talked about people use
system we talked about people use landmarks instead of street names to get
landmarks instead of street names to get
landmarks instead of street names to get around and again you can see this on the
around and again you can see this on the
around and again you can see this on the map no street names loads and loads of
map no street names loads and loads of
map no street names loads and loads of local landmarks here now it turns out
local landmarks here now it turns out
local landmarks here now it turns out that it doesn’t matter where you go in
that it doesn’t matter where you go in
that it doesn’t matter where you go in the world from Tokyo to Bangalore to
the world from Tokyo to Bangalore to
the world from Tokyo to Bangalore to Glasgow if you ask someone on the street
Glasgow if you ask someone on the street
Glasgow if you ask someone on the street how to get around they’ll describe how
how to get around they’ll describe how
how to get around they’ll describe how to do it using landmarks as well as
to do it using landmarks as well as
to do it using landmarks as well as street names and suddenly you realize if
street names and suddenly you realize if
street names and suddenly you realize if you look outside this building here
you look outside this building here
you look outside this building here everything is a landmark the restaurant
everything is a landmark the restaurant
everything is a landmark the restaurant in the bottom right is a landmark the
in the bottom right is a landmark the
in the bottom right is a landmark the train station is a landmark the big
train station is a landmark the big
train station is a landmark the big buildings are landmarks the river is a
buildings are landmarks the river is a
buildings are landmarks the river is a landmark and the street names they’re
landmark and the street names they’re
landmark and the street names they’re just another type of landmark it turns
just another type of landmark it turns
just another type of landmark it turns out that Google Maps had been using
out that Google Maps had been using
out that Google Maps had been using landmarks for directions all along it’s
landmarks for directions all along it’s
landmarks for directions all along it’s just had only been using one specific
just had only been using one specific
just had only been using one specific type of landmark so with this insight
type of landmark so with this insight
type of landmark so with this insight the Maps team went about upgrading the
the Maps team went about upgrading the
the Maps team went about upgrading the directions these
directions these
directions these all the different types of landmarks
all the different types of landmarks
all the different types of landmarks that are available sometimes using
that are available sometimes using
that are available sometimes using street names when they’re relevant other
street names when they’re relevant other
street names when they’re relevant other times using something else so now in
times using something else so now in
times using something else so now in India when you ask for directions
India when you ask for directions
India when you ask for directions Google Maps gives you something like
Google Maps gives you something like
Google Maps gives you something like this continue past kmk complex turn left
this continue past kmk complex turn left
this continue past kmk complex turn left at go to temple your destination is on
at go to temple your destination is on
at go to temple your destination is on the left opposite the big banyan tree
the left opposite the big banyan tree
the left opposite the big banyan tree that’s the great landmark right so by
that’s the great landmark right so by
that’s the great landmark right so by focusing on the ways that people were
focusing on the ways that people were
focusing on the ways that people were similar instead of focusing on the ways
similar instead of focusing on the ways
similar instead of focusing on the ways in which people were different the
in which people were different the
in which people were different the Google Maps team were able to help
Google Maps team were able to help
Google Maps team were able to help people get around no matter where they
people get around no matter where they
people get around no matter where they are in the world it turns out that
are in the world it turns out that
are in the world it turns out that people navigate the Japanese City and
people navigate the Japanese City and
people navigate the Japanese City and the Indian village in pretty similar
the Indian village in pretty similar
the Indian village in pretty similar ways but what about this Facebook
ways but what about this Facebook
ways but what about this Facebook sharing problem
sharing problem
sharing problem I mean how we possibly going to build
I mean how we possibly going to build
I mean how we possibly going to build tools to support all of these different
tools to support all of these different
tools to support all of these different things that these people all around the
things that these people all around the
things that these people all around the world want to share this seems
world want to share this seems
world want to share this seems incredibly difficult now the funny thing
incredibly difficult now the funny thing
incredibly difficult now the funny thing is you might be thinking like you know
is you might be thinking like you know
is you might be thinking like you know why do we need to help people share some
why do we need to help people share some
why do we need to help people share some more I’m sure you know I’ve got some
more I’m sure you know I’ve got some
more I’m sure you know I’ve got some friends that have no problem sharing
friends that have no problem sharing
friends that have no problem sharing stuff on Facebook at all I’m sure you’ve
stuff on Facebook at all I’m sure you’ve
stuff on Facebook at all I’m sure you’ve got some of the same but I’ve also got
got some of the same but I’ve also got
got some of the same but I’ve also got some friends that barely share anything
some friends that barely share anything
some friends that barely share anything and I know that me and the rest of their
and I know that me and the rest of their
and I know that me and the rest of their friends would love to see the more
friends would love to see the more
friends would love to see the more meaningful elements happening in their
meaningful elements happening in their
meaningful elements happening in their lives and so the breakthrough here
lives and so the breakthrough here
lives and so the breakthrough here happened when we stop thinking about
happened when we stop thinking about
happened when we stop thinking about what people want to share and started
what people want to share and started
what people want to share and started thinking why aren’t they sharing it
thinking why aren’t they sharing it
thinking why aren’t they sharing it already it turns out the biggest
already it turns out the biggest
already it turns out the biggest barriers that prevent people from
barriers that prevent people from
barriers that prevent people from sharing and not to do the technology or
sharing and not to do the technology or
sharing and not to do the technology or the tools at all there’s psychological
the tools at all there’s psychological
the tools at all there’s psychological barriers and so instead of trying to
barriers and so instead of trying to
barriers and so instead of trying to solve for all of the different things
solve for all of the different things
solve for all of the different things that people want to share the Facebook
that people want to share the Facebook
that people want to share the Facebook team decided to try and solve those
team decided to try and solve those
team decided to try and solve those psychological barriers that we universal
psychological barriers that we universal
psychological barriers that we universal amongst everyone so this is a photo of
amongst everyone so this is a photo of
amongst everyone so this is a photo of my son that I took at breakfast he’s
my son that I took at breakfast he’s
my son that I took at breakfast he’s looking pretty happy here at the moment
looking pretty happy here at the moment
looking pretty happy here at the moment but little does he know that he’s going
but little does he know that he’s going
but little does he know that he’s going to try haggis for the first time this
to try haggis for the first time this
to try haggis for the first time this evening and now I always think he looks
evening and now I always think he looks
evening and now I always think he looks adorable but to be honest this isn’t the
adorable but to be honest this isn’t the
adorable but to be honest this isn’t the best photo I’ve ever taken it’s a bit
best photo I’ve ever taken it’s a bit
best photo I’ve ever taken it’s a bit grainy the Lighting’s not great
grainy the Lighting’s not great
grainy the Lighting’s not great compositions not fantastic this is
compositions not fantastic this is
compositions not fantastic this is definitely not good enough that I would
definitely not good enough that I would
definitely not good enough that I would be willing to share this on Facebook and
be willing to share this on Facebook and
be willing to share this on Facebook and this is a shame because I know that his
this is a shame because I know that his
this is a shame because I know that his grandparents always love to see photos
grandparents always love to see photos
grandparents always love to see photos of him
of him
of him so I’ve drawn a pretty technical diagram
so I’ve drawn a pretty technical diagram
so I’ve drawn a pretty technical diagram here so follow along this is the range
here so follow along this is the range
here so follow along this is the range of quality that something can be from
of quality that something can be from
of quality that something can be from bad all the way up to awesome and right
bad all the way up to awesome and right
bad all the way up to awesome and right here in the middle there’s a bar that
here in the middle there’s a bar that
here in the middle there’s a bar that this is the quality bar this is how good
this is the quality bar this is how good
this is the quality bar this is how good something needs to be for me to be
something needs to be for me to be
something needs to be for me to be willing to share it now you can see here
willing to share it now you can see here
willing to share it now you can see here that this picture of my son is
that this picture of my son is
that this picture of my son is underneath the quality bar this is the
underneath the quality bar this is the
underneath the quality bar this is the psychological barrier that’s preventing
psychological barrier that’s preventing
psychological barrier that’s preventing me from sharing it so if I want to share
me from sharing it so if I want to share
me from sharing it so if I want to share this picture there’s two things that we
this picture there’s two things that we
this picture there’s two things that we could do number one is we can elevate
could do number one is we can elevate
could do number one is we can elevate the quality of my content so over the
the quality of my content so over the
the quality of my content so over the bar the other thing that we could do is
bar the other thing that we could do is
bar the other thing that we could do is to lower that psychological quality bar
to lower that psychological quality bar
to lower that psychological quality bar now if you’re smart you’ll probably do
now if you’re smart you’ll probably do
now if you’re smart you’ll probably do both of these things and that’s exactly
both of these things and that’s exactly
both of these things and that’s exactly what the Facebook team did and you can
what the Facebook team did and you can
what the Facebook team did and you can see this theme in some of the most
see this theme in some of the most
see this theme in some of the most recent launches that they’ve done so
recent launches that they’ve done so
recent launches that they’ve done so using the Facebook camera I can use the
using the Facebook camera I can use the
using the Facebook camera I can use the augmented reality mask to turn my
augmented reality mask to turn my
augmented reality mask to turn my science of a cute little raccoon or if I
science of a cute little raccoon or if I
science of a cute little raccoon or if I want to be a bit more classy I can also
want to be a bit more classy I can also
want to be a bit more classy I can also turn him into a kind of classy pencil
turn him into a kind of classy pencil
turn him into a kind of classy pencil sketch these things elevate the quality
sketch these things elevate the quality
sketch these things elevate the quality of my content and make me more proud to
of my content and make me more proud to
of my content and make me more proud to share it I’m actually quite keen to
share it I’m actually quite keen to
share it I’m actually quite keen to share that raccoon picture now I think
share that raccoon picture now I think
share that raccoon picture now I think it’s cool now on the opposite end of the
it’s cool now on the opposite end of the
it’s cool now on the opposite end of the spectrum the Facebook live camera lets
spectrum the Facebook live camera lets
spectrum the Facebook live camera lets you stream live video from your mobile
you stream live video from your mobile
you stream live video from your mobile phone now I’m thinking about making it
phone now I’m thinking about making it
phone now I’m thinking about making it up to him by live-streaming his reaction
up to him by live-streaming his reaction
up to him by live-streaming his reaction to trying shortbread for the first time
to trying shortbread for the first time
to trying shortbread for the first time tomorrow live live video is candid and
tomorrow live live video is candid and
tomorrow live live video is candid and it’s raw you can’t edit it you don’t
it’s raw you can’t edit it you don’t
it’s raw you can’t edit it you don’t rehearse it the quality tends to be
rehearse it the quality tends to be
rehearse it the quality tends to be lower and so this lowers that
lower and so this lowers that
lower and so this lowers that psychological quality barrier because if
psychological quality barrier because if
psychological quality barrier because if you and your friends are all sharing
you and your friends are all sharing
you and your friends are all sharing this stuff that’s candid you’ll be more
this stuff that’s candid you’ll be more
this stuff that’s candid you’ll be more likely to do so yourself so it turns out
likely to do so yourself so it turns out
likely to do so yourself so it turns out that the psychological barriers that
that the psychological barriers that
that the psychological barriers that were preventing that young woman and
were preventing that young woman and
were preventing that young woman and Japan and the elderly man in India are
Japan and the elderly man in India are
Japan and the elderly man in India are the same by focusing on the ways the
the same by focusing on the ways the
the same by focusing on the ways the things that people had in common again
things that people had in common again
things that people had in common again rather than their differences Facebook
rather than their differences Facebook
rather than their differences Facebook is able to help people connect and share
is able to help people connect and share
is able to help people connect and share all around the world so now if we look
all around the world so now if we look
all around the world so now if we look back again we realized that this young
back again we realized that this young
back again we realized that this young woman in the Japanese city and the
woman in the Japanese city and the
woman in the Japanese city and the elderly man in the Indian village have a
elderly man in the Indian village have a
elderly man in the Indian village have a more in common than it first seems it’s
more in common than it first seems it’s
more in common than it first seems it’s really easy to focus on the differences
really easy to focus on the differences
really easy to focus on the differences between people but if we want to build
between people but if we want to build
between people but if we want to build great tools that make life better for
great tools that make life better for
great tools that make life better for billions of people all around the world
billions of people all around the world
billions of people all around the world we need to start focusing on how similar
we need to start focusing on how similar
we need to start focusing on how similar we all are as human beings and it seems
we all are as human beings and it seems
we all are as human beings and it seems to me there’s never been a better time
to me there’s never been a better time
to me there’s never been a better time to start thank you very much
to start thank you very much
to start thank you very much [Applause]
”
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